한중 소비자들의 위조품 구매의도에 미치는 요인에 관한 실증 연구

Abstract

As the economy grows, people become increasingly interested in a better lifestyle because the standard of living has increased. According to these changes, the development of counterfeit goods that satisfy consumers' needs is accelerating. For this reason, this study is to see why Korean and Chinese consumers are interested in counterfeits and what factors affect their purchase intention. The study identified the factors influencing Korean and Chinese consumer’s purchase intention to buy fake products in two aspects: social factors and personal factors. Social factors include conformity group, others-conscious inhibited consumption, and social norms. Personal factors are perceived risk, price sensitivity, and conspicuous consumption. This research examined how these factors influence consumer conformity, how Korean and Chinese consumer’s conformity affects purchase intention. There was also a comparative analysis of the differences between Korean and Chinese consumer’s purchase intention. This study surveyed 279 Koreans and 297 Chinese who have experienced of buying counterfeits. The statistical analysis conducted frequency analysis, reliability and validity analysis to identify statistical characteristics of respondents using SPSS 18.0 and AMOS 18.0. After checking the suitability of the measuring instruments and models, the hypothesis was verified. The results are as follow. First of all, others-conscious inhibited consumption has positive impact on both Korean and Chinese consumers. Secondly, Korean social norms are not significant factors whereas Chinese social norms have negative impact on consumer conformity. While legal importance of the social norms is growing due to the economic and ethical concerns, Korean consumers still appear to fail to recognize restrictions on norms or usage. Chinese consumers recognize that buying counterfeits does not conform to the social norms and the normative pressure constrains an individual's from purchasing. Third, Korean perceived risk has negative impact on consumer conformity while Chinese perceived risk is not significant factor. When Korean consumers decide to buy a counterfeit, being aware of various dangers can have negative effect on purchase intention. If they already consider risks associated with buying counterfeits and uncertain quality of that product, purchase intention becomes smaller. On the other hand, Chinese consumers do not recognize the potential risks of fake goods. Fourth, after verifying the relationship between price sensitivity and consumer conformity, price sensitivity is not significant factor for both Korean and Chinese consumers. Fifth, in relation to conspicuous consumption and consumer conformity, conspicuous consumption has positive impact on consumer conformity in both countries. Lastly, between consumer conformity and purchase intention, consumer conformity as parameter positively influences on purchase intention in both countries. A further research should be an empirical study which reflects various aspects like feature of company, characteristics of produced luxury goods, and quality of counterfeits. Moreover, it needs to examine whether there is a discrepancy in purchase intention according to the area or define specific comparisons between the two countries. It is necessary to expand the research to account for various counterfeits, but it needs to clarify the exact classification for counterfeits.

Key words: Korean and Chinese consumer, counterfeits, consumer conformity, purchase intention